Deck 7: Understanding Customers: Business to Consumer Markets

Question 1

Research on brand personality identified six brand personality traits.These include sincerity, excitement, competence, ruggedness, charm and sophistication.

Answer 1

False

Question 2

Gender roles are behaviors regarded as proper for men and women in a particular society.These roles do not change over time, but they do change across cultures.

Answer 2

False

Question 3

An individual watching American Idol will react differently whether watching the show alone or at a party with friends.

Answer 3

True

Question 4

Mike and Judy now find out they are going to have a baby and realize their Infiniti G35 coupe has to be replaced with a more practical vehicle.They engage in a thorough information search reviewing car magazines, soliciting opinions from friends and family, conducting online research, reading Consumer Reports, and test-driving a number of new cars and SUV's before making a final purchase decision.This is an example of extensive information search.

Question 5

Demographics is defined by the National Heritage Society as "The characteristics of human populations and population segments, especially when used to identify consumer markets."

Question 6

Maslow's Hierarchy of Needs Theory suggests that individuals are not interested in luxuries until they have had basic needs met.

Question 7

Personal attributes such as age, education, occupation, income and lifestyle are frequently used to define, identify and classify an individual.

Question 8

Motivation is the force by which powerful unmet needs, or motives, prompt someone to action.

Question 9

Throughout the lifecycle stages, consumers typically stick with the same products and purchase decisions.

Question 10

Motivation, attitude, perception, learning and personality are all psychological attributes.

Question 11

Lifestyle refers to an individual's perspective on life and manifests itself in that person's activities, interests, and opinions (AIO).

Question 12

Best Buy designed HYPERLINK "http://www.geeksquad.com/" to fit these five personalities identified by research: Jill, a suburban mom; Charlie, a 50-year-old curious about new technologies; Daryl, a technology "hot dog"; Luis, a small business owner; and Nick, a prospective Geek Squad agent.

Question 13

Hispanics are among the fastest-growing subcultures in the United States.

Question 14

Marketers can affect learning by providing information using a message, format, and delivery that will encourage customers to retain the information in memory.

Question 15

Perception is a system to select, organize, and interpret information to create a useful, informative picture of the world.

Question 16

Internal factors are the most difficult to understand.

Question 17

According to the Model of the Consumer Decision Process, the marketing activities that affect consumer decision process include the value proposition, technology and marketing communications.

Question 18

Attitudes are formed by values and beliefs.Cultural and personal values help form attitudes.

Question 19

An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.Attitudes are seldom if ever neutral.

Question 20

Eye contact, steady breathing, smiling and swaying are all examples of positive nonverbal communication during a presentation.

Question 21

James is influenced by his work environment.He will likely _____.

A) Vacation at the same places as his coworkers
B) Avoid vacationing at the same places as his coworkers
C) Make different purchase decisions from his coworkers
D) Shop in different locations than those he works with
E) Wear clothes that set him apart from his coworkers

Question 22

Beliefs, once formed, are _______ to change.

A) Vulnerable
B) Likely
C) Resistant
D) Expected
E) Prone

Question 23

_____ percent of the population has a residence-based business and another _____ percent telecommute at least part time.

A) 10, 12
B) 12, 10
C) 14, 30
D) 35, 15
E) 10, 10

Question 24

Graduating from college, getting married and having a child all transform an individual's buying habits and are referred to as the _______.

A) Lifecycle buying stages
B) Family life cycle
C) Life stage cycle
D) Lifestyle cycle
E) Family life stages

Question 25

Perception drives John's attitudes, beliefs, motivation, and, eventually, his ____.

A) Values
B) Self-esteem
C) Performance
D) Behavior
E) Attention

Question 26

Mike and Mary see an ad for a new Sony LCD flat-panel television, their perceptions of the ad will be _______.

A) Similar
B) The same
C) Very Different
D) Slightly similar
E) A little different

Question 27

Target, Wal-Mart, and other retailers offer a wide range of books, DVD's, and other products targeted at single parents.This is an example of _______ lifestyle trends in the United States.

A) Single moms
B) Alternative lifestyle families
C) Single-parent homes
D) Women in the workforce
E) Single-parent families

Question 28

Joe's perceptions are shaped by these three psychological tools: _____, ______, ______.

A) Selective hearing, selective attention, selective vision
B) Selective attention, selective distortion, selective retention
C) Selective distortion, selective attention, selective vision
D) Selective awareness, selective vision, selective attention
E) Selective awareness, selective distortion, selective retention

Question 29

Betty is exposed to as many as ______ messages daily.Since she cannot process, let alone retain all of those messages, she employs a psychological tool known as selective awareness.

A) 2,000
B) 1,000
C) 5,000
D) 4,000
E) 8,000

Question 30

Attitudes are learned or at least influenced by __________.

A) New information
B) Marketers
C) Religion
D) Motivation
E) Expectations

Question 31

______ is the best known and most popular motivational theories.

A) Maslow's Hierarchy of needs
B) Expectancy Theory
C) Herzberg's Two-Factor Theory
D) McClelland's Achievement Motivation Theory
E) Aldelfer's ERG Theory

Question 32

Internal forces such as _____ and ______ affect consumer choices.

A) Age, Attitude
B) Culture, Education
C) Personality, Society
D) Learning, Culture
E) Income, Culture

Question 33

In 2007, _______ percent of the workforce was made up of women.

A) 46
B) 35
C) 50
D) 60
E) 65

Question 34

Maslow's Hierarchy of Needs Theory suggests that humans have wants and needs that influence their behavior.People advance only to the next level if the lower needs are met.The order of the needs is ____________.

A) Safety, physiological, love/social, self-esteem, self-actualization
B) Safety, love/social, physiological, self-esteem, self-actualization
C) Physiological, love/social, safety, self-esteem, self-actualization
D) Physiological, safety, love/social, self-esteem, self-actualization
E) Physiological, safety, self-esteem, love/social, self-actualization

Question 35

ABC company is concerned about its customer's beliefs and values.ABC's marketing manager has customers ______ evaluate(s)the product's performance on a list of attributes.

A) Participate in focus groups to
B) Check off rating scales that
C) Complete service quality surveys to
D) Sample products and provide feedback to
E) Attend a meeting to

Question 36

_____ and ______ are the two categories of values.

A) Cultural, social
B) Personal, cultural
C) Religious, personal
D) Family, religious
E) Cultural, family

Question 37

Attitudes are _____ or _____, ______ or ________.Attitudes are very seldom if ever neutral.

A) Good, bad, high, low
B) Strong, weak, high low
C) Good, bad, strong, weak
D) Favorable, unfavorable, strong, weak
E) Favorable, unfavorable, positive, negative

Question 38

_____, ______ and _______ are all marketing activities that affect the consumer decision process.

A) Value proposition, technology, culture
B) Culture, society, technology
C) Value proposition, distribution, marketing communications
D) Distribution, technology, culture
E) Marketing Communications, technology, culture

Question 39

The _______ population is among the fastest-growing subcultures in the United States and currently represents 12.5 percent of the population.

A) African American
B) Asian
C) Native American
D) Indian
E) Hispanic

Question 40

Americans are turning to healthier eating styles, which can be seen in most restaurants with new low-calorie and low-carb menus.This is an example of ________ lifestyle trend in the United States.

A) Diet friendly
B) Healthy living
C) Health awareness
D) Health-conscious eating
E) Healthy habits

Question 41

ABC company wants to create an association between two stimuli: marketing information and feeling.ABC Company is using _______.

A) Cognitive learning
B) Brand management
C) Cognitive association
D) Operant conditioning
E) Classical conditioning

Question 42

MetLife insurance has brand personality that is _____ and ______.

A) Sincere, honest
B) Honest, competent
C) Sincere, competent
D) Competent, sophisticated
E) Competent, reliable

Question 43

Although individuals are exposed to 2,000 to 5,000 messages daily, all messages are not processed, retained and interpreted because of this tool _________, which helps individuals focus on what is relevant and eliminate what is not.

A) Selective awareness
B) Selective distortion
C) Selective retention
D) Selective attention
E) Selective hearing

Question 44

_____ tends to reinforce existing attitudes and creates a real challenge for marketers trying to overcome negative beliefs and attitudes since people are less likely to be aware of or retain information to the contrary.

A) Selective awareness
B) Selective distortion
C) Selective memory
D) Selective retention
E) Selective hearing

Question 45

______ is a unique set of personal qualities that produce distinctive responses across similar situations.

A) Attitude
B) Personality
C) Situational state
D) Personal characteristic
E) A mind-set

Question 46

Frito-Lay is using _______ when offering free in-store samples of Doritos for the express purpose of getting people to try the product, enjoy the product, and finally purchase a bag of Doritos.

A) Operant conditioning
B) Cognitive learning
C) Sampling
D) Product trial
E) Classical conditioning

Question 47

Research shows that customers want an easier shopping experience at Staples and are less concerned about price.The result of this research is the ______ made famous in commercials and on office desks all over the country.The "____" message reinforced customer attitudes about the shopping experience and has helped vault Staples to Number 1 in the office supply market.

A) Simple shopper, simple
B) Keep it simple stupid, simple
C) Easy button, simple
D) Easy button, easy
E) Keep it simple stupid, easy

Question 48

______ is any change in the content or organization of long-term memory or behavior.

A) Conditioning
B) Memory
C) Learning
D) Behavior modification
E) Training

Question 49

Values shared by Americans are _____ while Japanese value ______.

A) Hard work and achievement, harmony and hierarchy
B) Achievement and family, harmony and devotion
C) Hard work and achievement, recognition and hierarchy
D) Achievement and family, harmony and hierarchy
E) Hard work and achievement, harmony and recognition

Question 50

Jose is _____.He exhibits behaviors that are considered careful, precise and organized.

A) Reliable
B) Meticulous
C) Conscientious
D) Trustworthy
E) Dependable

Question 51

Whole Foods is considered to be down-to-earth and wholesome by consumers.Whole Foods has the trait of _____ brand personality.

A) Sincerity
B) Competence
C) Sophistication
D) Reliable
E) Honest

Question 52

While Chuck is aware of most stimuli around him, a number of _____ go unnoticed.

A) Subliminal stimuli
B) Subliminal messages
C) Subconscious stimuli
D) Subconscious messages
E) Unconscious messages

Question 53

Conditioning requires little effort on the part of the learner, ______ is more active and involves mental processes that acquire information to work through problems and manage life situations.

A) Classical learning
B) Long term memory
C) Active learning
D) Cognitive learning
E) Operant learning

Question 54

When baby boomers hear music that connects them with positive memories and the product and brand that is being advertised, they reflect ______.

A) Conditioned learning
B) Operant conditioning
C) Cognitive learning
D) Emotional memory
E) Operant memory

Question 55

______ assimilates the shared artifacts such as values, morals, beliefs, art, law, and customs into an organized system that enables people to function as members of society.

A) Norms
B) Ethics
C) Moral code
D) Culture
E) Moral values

Question 56

When Bob was asked to describe Sherry, he didn't describe her by talking about her age or education; rather, his comments about her sense of humor were reflecting her ____.

A) Appearance
B) Personality
C) Income
D) Job type
E) Aptitude

Question 57

those characteristics can be measured to identify ____________.

A) Differences between individuals
B) Reactions in certain situations
C) Common beliefs
D) Mood
E) Emotion

Question 58

The two fundamental approaches to learning include ____ and _____.

A) Coaching, listening
B) Trial and error, coaching
C) Coaching, conditioning
D) Conditioning, cognitive learning
E) Conditioning, trial and error

Question 59

_______ is not an example of a brand personality.

A) Sophistication
B) Competence
C) Charming
D) Ruggedness
E) Excitement

Question 60

Marketing managers need to pay attention to culture as _________.

A) It shapes the way people respond to the product offering
B) Not understanding culture means the risk of negative effect on product acceptance
C) The value proposition should include cultural cues
D) Customers filter messages through cultural influences
E) All of the above

Question 61

The total one-person household by sex and age of householder has changed because ______.

A) The ratio of female one-person households has increased
B) The ratio of male one-person households has increased
C) The ratio is the same
D) The ratio of male one-person households has decreased
E) The ratio of male one-person households of 65 and older has decreased

Question 62

An individual watching an ad on the Major League Baseball World Series will act differently whether watching the show at home alone or at a party with friends due to differences in ______.

A) Physical surroundings
B) Lighting
C) Sounds
D) Distractions
E) Location

Question 63

_______ is the means of communicating through facial expressions, eye behavior, gestures, posture, and any other body language.

A) Cultural expression
B) Nonverbal communication
C) Communiqué
D) Situational communication
E) Verbal communication

Question 64

The household life cycle is changing due to changes in ______.

A) Cultural beliefs
B) Cultural values
C) Family structure
D) Family life stage
E) Social class

Question 65

_____ are principles shared by a society that assert positive ideals.These principles are often viewed on a continuum.

A) Values
B) Beliefs
C) Culture
D) Cultural values
E) Moral beliefs

Question 66

______ is not an example of negative nonverbal communications during a presentation.

A) Saying
B) Stuttering
C) Hands in pockets
D) Fidgeting
E) Tone of voice

Question 67

Jenny shops differently when her kids are crying than when her kids are enjoying the experience.This is due to differences in ______.

A) Personal situations
B) Personal circumstances
C) Physical surroundings
D) Social factors
E) Cultural values

Question 68

Matthew is not prompted to value new information about the latest new pet grooming tools.This is an example of ______.

A) Low involvement purchase
B) Low learning motivation
C) Low level of commitment
D) Low involvement learning
E) Low importance purchase

Question 69

Mark is seeking out ______ because he is unfamiliar with the new computer he wants to buy and needs reassurance from someone he can talk to about a product selection before purchasing it.

A) Advice
B) Consumer reports
C) Market research
D) Information on the Internet
E) An opinion leader

Question 70

Maria identifies with a specific religious group, which is a smaller subset of her culture.Maria's religious group is an example of a(n)______.

A) Institution
B) Social group
C) Support network
D) Subculture
E) Society

Question 71

Tamara is searching for a new camera.This is a _____, so the entire process will take longer.

A) Big decision
B) High involvement purchase
C) Low involvement purchase
D) Repeat purchase
E) High cost product

Question 72

While culture affects people in many ways, three factors are particularly relevant in consumer behavior: _______.

A) Language, value and attitude
B) Language, attitude and nonverbal communications
C) Value, attitudes and language
D) Value, beliefs and language
E) Language, values and nonverbal communications

Question 73

Stacy is from the United States.She prefers greater _____ than her Latin American counterpart.

A) Explanation
B) Personal space
C) Time
D) Communication
E) Affiliation

Question 74

An emerging consumer trend in many industrialized countries is the willingness to trade _____ for ______.

A) Time, energy
B) Service, money
C) Service, time
D) Time, value
E) Time, money

Question 75

Jill is considered a(n)______ when it comes to wine because she has information about many kinds of wines, places to shop and other facets of the wine market.

A) Expert
B) Market maven
C) Leader
D) Information haven
E) Member of a reference group

Question 76

In the United States, the obligation and commitment to family is often limited to an individual's immediate family, including their parents, children, and siblings.Most Latin American cultures, on the other hand, have a more wide-ranging definition of family that includes extended family members such as cousins and grandparents and also more inclusive with extended family members living together.This is an example of differences in _______.

A) Cultural values
B) Norms
C) Value preferences
D) Family structure
E) Cultural differences

Question 77

Nonverbal communication can ______ what is spoken if not used correctly.

A) Reiterate
B) Confirm
C) Substantiate
D) Contradict
E) Alter

Question 78

______ is not an example of positive nonverbal communication during a presentation.

A) Eye contact
B) Smiling
C) Steady breathing
D) Tone of voice
E) Swaying

Question 79

Judy works at XYZ Pizza shop.She is a single mom and makes minimum wage.She recently purchased a BMW, this is an example of an _____.

A) Irresponsible purchase
B) Irrational choice
C) Aspirational purchase
D) Addictive behavior
E) Compulsive shopping behavior

Question 80

_____ is a ranking of individuals into harmonized groups based on demographic characteristics such as age, education, income and occupation.

A) Class
B) Social class
C) Sophistication standards
D) Class structure
E) Household Life Cycle (HLC)